THE JOULE HOTEL
One of Dallas’ favorite hotels, and a place of escape. Experience the beauty and serenity that is the Joule Hotel, a revitalized 1920s neo-Gothic landmark set in downtown Dallas, Texas.
This new identity was created to pay homage to the hotel’s unique architecture and name by utilizing a gothic-inspired typeface. The design is kept clean and brings to the forefront the definition of “joule” (a unit of energy) by adopting an energetic wave-like use of type, and displaying the work with a visually striking use of shadows. In combining these elements, an innovative look was born. The visual approach is a timeless grayscale presentation, demonstrating that elegance can be achieved in the most minimal way possible.
